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Nike Hands Its India E-Commerce Media Mandate To Madison Hiveminds

Ad Tribe! Bureau2 min read
Halftone paper cutout of a running shoe and a shopping cart, marking Madison Hiveminds winning Nike's India e-commerce media mandate

Nike has awarded its India e-commerce media mandate to Madison Hiveminds, in a deal estimated at Rs 10 to 12 crore according to people close to the process.

  • Account: Nike India e-commerce media

  • Agency: Madison Hiveminds

  • Estimated size: Rs 10 to 12 crore

  • Scope: media strategy and execution for the brand's online commerce

What The Madison Hiveminds Mandate Covers

Driving Nike's e-commerce business through digital media, with the agency holding both strategy and execution for the sportswear company's online commerce work. The win lands as Nike puts more weight behind its digital and marketplace-led business in India.

The Nykaa Arrangement Behind It

In February, Nykaa Fashion announced a strategic partnership under which it would operate Nike.in and the Nike Commerce App in India, covering digital marketing, fulfilment and customer experience. A media mandate sitting on top of an operating partnership of that shape is a different brief from one attached to a storefront the brand runs itself.

The agency that previously held the specific e-commerce media mandate could not be independently confirmed. Nike has historically worked with Mindshare on media in India, and earlier records list JWT Bangalore as creative agency and 22feet as social and digital partner.

Spending More, Globally

Nike's marketing spend is expected to cross five billion dollars in 2026, up from 4.68 billion in fiscal 2025, according to LSEG data cited by Reuters. The increase comes as the company works to regain momentum against newer competitors including On and Hoka, with direct-to-consumer and digital channels carrying much of that effort.

Where This Sits For Madison

Madison Hiveminds works across performance marketing, search, social, programmatic, analytics and e-commerce, so the mandate falls inside its core rather than stretching it. The agency joined the Madison Group in 2017 and became a wholly owned subsidiary of Madison World in 2025, when the group bought the remaining stake.

#madison world#account wins#e commerce#madison hiveminds#nike
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